DIIEVA
Branding, Graphic Design, Packaging, Illustration
Brand System
While the logo anchors the brand, it is the distinct illustrative language — inspired by Podilskyi Rozpys — that gives Diieva its unmistakable voice. These ornamental motifs, paired with a handcrafted approach, speak to the artisanal care behind every garment. Wherever possible, hand-drawn textures and organic linework are favoured over digital polish to evoke the touch of a master's hand.
The visual system embraces imperfection — its lines are loose, expressive, almost naive. This deliberate softness challenges the expectation of precision as the hallmark of professionalism. Instead, it celebrates individuality and the human imprint, asserting that uniqueness, not uniformity, is the true measure of craft.
Art Direction
The photographs below — AI-generated as part of the identity development — offer a conceptual glimpse into Diieva's editorial world.
Set in traditionally masculine interiors, the women depicted are powerful, imperfect, and unapologetic. They show emotion, reject performative professionalism, and embody the idea that the best version of yourself is already you. Props like phones, paperwork, and Financial Times nod to ambition without pretence, while subtle cues — handwoven carpets and ceramics — reinforce the brand's handcrafted ethos.
Together, the imagery challenges workplace norms, replacing masks with authenticity and reclaiming space with confidence and craft.
Social Media
Packaging
As the most expansive canvas for visual branding, packaging fully embraces Diieva's illustrative language. Each piece features signature hand-drawn motifs, framed in red — echoing the feel of a painting and reinforcing the brand's artisanal character. When printing isn't possible, red thread or fabric may replace the frame, referencing the signature seam found across many Diieva garments. This approach blurs the line between product and presentation, turning every package into a crafted object in itself.
